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Our own platform
A CRM and set of operational modules we designed, built and run ourselves. Your customers, jobs, orders, bookings and content live in one place, and the website, portal or app your customers see is wired straight into it rather than bolted on with plugins.
Every client gets their own workspace: their people, data, branding, email sending and permissions, isolated from everyone else on the platform.
The core covers contacts, companies, leads, tasks, projects, email and content. Kits add commerce, quoting, bookings, estimating and more. Switch on the ones you need.
The same API that powers the admin powers your public site, so a product edited in the office is live on the storefront, and an enquiry on the site is a lead in the pipeline.
No ticket queue to a vendor. Hosted on Google Cloud in the UK/EU, with GDPR tooling built in.
The core
The core is a CRM in the proper sense: the record of every person and business you deal with, and everything that has happened with them. Kits add specialised workflows, but they all read and write the same records.
Contacts and organisations with full history: every email, quote, order, booking and note against the record. Companies House lookup on UK businesses.
Leads with configurable statuses, qualifications, groups and outcomes. Website forms create leads automatically, with interactions logged as you work them.
Tasks with custom statuses against any record; projects for the bigger pieces of work with their own timelines and assets.
Transactional and campaign email sent from your own domain through Postmark, with per-workspace sender profiles, branded layouts and reusable templates.
A media library with galleries, folders and bulk tools, served from a CDN so images on your site and in your emails are fast everywhere.
Articles with categories and publishing workflow, and a visual page builder (with Figma import) for landing pages and product content on your site.
Form Kit is part of the core: build forms with rules and outcomes, embed them on the site, and route submissions to leads and notifications.
Team accounts with module-level permissions, customer accounts for your website with approval flows, and single sign-on between your sites and portals.
Two ways to work
Use the admin panel in your browser, with every customer, order and booking a click away. Or work with Claude directly and just ask Axle for what you need. Both work on the same data, so you can switch between them whenever you like.
One account for every workspace you belong to. Pick yours and you are in.
New: works with Claude and ChatGPT
Approved for Claude's connector directory (opens in a new tab)Axle now connects to Claude and ChatGPT. Tell your assistant what you need in your own words, the way you would tell a colleague, and it does the admin: it adds the event, sets the ticket prices and puts it on sale.
Things you could ask
Behind the scenes it uses MCP, the open standard Claude and ChatGPT use to connect to other software. Find it in Claude's connector directory, add it once, then just ask.
I need to add an event on the 20th Jan next year. Phileas Fogg, the author, is doing a talk on his new book Around the World in 79 Days. Tickets £30 per person, add £20 for a signed copy. Starts 7pm in the Balloon Room.
Event Kit: event created
Done. It’s in Event Kit, not on sale yet:
Around the World in 79 Days: an evening with Phileas Fogg
Shall I put it on sale?
Yes please, put it on sale
Event Kit: event set live
It’s live. Bookings are open on your website:
Someone's at the box office now wanting two tickets with signed copies. Put it on the reader.
Event Kit: £100 paid on the reader
Paid on the reader:
They’re on the guest list as a box office sale, with two signed copies to collect on the night.
The kits
Each kit is a complete module, admin screens, customer-facing flows, emails and documents, built for a particular kind of work. Start with one; add others as you grow, on the same customer records.
For retailers, wholesalers and brands selling online and to trade
A full e-commerce back office, tied to a storefront you own.
Explore Shop KitFor any business that prices work before it starts
Quotes built, sent, tracked and accepted, without the back-and-forth.
Explore Quote KitFor lawn-care and grounds-maintenance businesses
Customers measure their own lawn and get a priced estimate in minutes.
Explore Lawn KitFor venues, organisers, schools and anyone running ticketed or booked events
Events, sessions, tickets and seating, booked online, managed in one place.
Explore Event KitFor hair and beauty salons, clinics, studios and anyone whose day is a diary of appointments
The appointment diary, the team, the clients and the till, with online booking on your own website.
Explore Reservation KitFor function bands, agencies and working musicians
Gigs, quotes, invoices, set lists and the apps you run the night from.
Explore Band KitFor tour operators, pilgrimage and group-travel organisers
Destinations, tours and trips with bookings, deposits and balances.
Explore Travel KitFor manufacturers, distributors and anyone handling returns, repairs and service jobs
Service requests and RMAs, logged, assigned and tracked to resolution.
Explore Service KitFor every workspace, it's part of the core
Forms with logic, embedded on your site, feeding leads and notifications.
Explore Form KitFor businesses that want email campaigns from the same data as everything else
Audiences, templates, campaigns and automated flows from your own CRM data.
Explore Marketing KitFor businesses collecting and publishing customer reviews and case studies
Collect reviews, moderate them, publish them on your site.
Explore Review KitFor membership bodies, associations and local directories
Listings, categories and tags with import and search.
Explore Directory KitFor any business with content that doesn't fit a standard page: clients, case studies, team members, projects
Your own content types, with the fields and categories the job needs.
Explore Model KitFor restaurants, cafés and caterers
Menus, table and online ordering on the same platform as everything else.
Explore Menu KitFor brands supplying printed materials to their customers, partners or branches
A white-label print portal: your customers order, we print and deliver.
Explore Print KitUnder the hood
Axle is headless: the admin, the API and your public site are separate pieces that share one workspace. That is what lets us build a bespoke site or portal for you without a bespoke back office.
The admin and your public website are separate. Your site (Next.js, or anything that can call an API) reads and writes through a secured API with per-site keys, so we can build any front end on top without touching the data model.
The same platform runs public shops, customer account areas, trade portals with private links, estimating tools and the live apps a business uses on the day.
Stripe Checkout for cards, with webhooks that mark orders and bookings paid, log refunds and disputes, and trigger confirmation emails. GoCardless where direct debit fits better.
Quotes, estimates, order confirmations, shipping notes and invoices generated as branded PDFs from templates you can edit yourself.
Sage and Xero exports, Mailchimp and MailerLite audiences, Ideal Postcodes address lookup, Google Maps, Ably real-time updates and Companies House.
Argon2 password hashing, short-lived signed tokens for single sign-on, suspicious-login detection, tenant guards on every query, GDPR data-subject tooling and a documented breach procedure.
Getting started
Most workspaces go live in weeks, not quarters, because the platform exists already and the work is configuring it to you, then building the customer-facing side.
We map the jobs your business does day to day (enquiries, quotes, orders, bookings) and which kits cover them.
We set up the workspace, import existing customers and products, and configure pricing, statuses, email sending and templates to match your brand.
We build (or connect) the customer-facing side: storefront, booking flow, estimating tool or portal, all reading and writing to the same workspace.
Your team is trained on the admin, with in-app documentation for every module. We stay on for support and keep adding to the platform.
A walkthrough takes forty minutes. Tell us what your business does and we’ll show you the kits that fit, on a live workspace.
